THE MOTHER OF ALL POP-UPS
Nordstrom’s flagship NYC store invites only premier brands to occupy their highly visible first floor space prominently positioned at the convergence of the 57th Ave, 58th Ave, and Broadway entrances. When Nordstrom invited the Dr. Martens brand to participate, they reached out to Vehicle to conceptualize, design, and help oversee vendor selection, production, and installation of a kick-ass presence for the iconic London-based boot maker.
CENTERSTAGE / BACKSTAGE
We based the design of this pop-up shop on a musical venue stage blended with backstage features, as Dr. Martens has long been embraced by musicians, artists, roadies, and a variety of youth-driven subcultures. This resulted in a one-of-a-kind retail space that embodies the brand's genuineness and rebellious self-expression, as well as its rich musical roots.
DRAMA THROUGH CONTRAST
We designed the shop with heavy, black, worn materials to contrast the bright, clean Nordstrom interior for maximum impact. The center of the shop features an amalgamation of punk show elements including furniture (for try-ons) that appears to have survived years of abuse back-stage at the idle hands of bored musicians and crew, further contrasting pristine Nordstrom furnishings. And to top it all off, Dr. Martens booked NYC band Sunflower Bean for a live show in the space.
ATTRACT / ENGAGE / CONNECT (AND SHARE)
Our retail mantra of Attract / Engage / Connect is fully realized in this Dr. Martens shop. Taking full advantage of the space, the huge black stage truss and 10 ft lit sign attracts the eye from every entrance. The graphics, video monitors, and punk sensibilities throughout engage the senses. The merchandise presented on roadie cases and the fun spirit of the try-on space invite easy connection to the footwear and provides Instagram-able moments for those wishing to share their latest purchase of Docs.